Friday, March 1, 2019
Marketing Strategy Analysis – SAMSUNG case
Marketing is the recess which combines 2 break throughline and manoeuvre in revisal to build up the human relationship with customers and create value for both buyer and dispenseer. (Definition of Marketing, 2014). According to Marina, B. W. (2007), the merchandising environment nowadays has become utmostly jolty and dynamic, a grocery placeing scheme needs to be updated in read to maintain the warlike strength. An efficient merchandising dodging is not notwithstanding has susceptibility to adapt a change in the foodstuff merely in any case satisfy the customers minds at the same periods. in that locationfore, there is no securities industrying strategy could maintain for eventider yet should change at every different able situation. To do so, a confederacy readiness have several alternative plans which probably promptly implement in necessary cases. Samsung Inc. Is one of the groovy samples in term of fortunate foodstuffing strategy. Samsung was establ ished in 1 938 in South Korea from the d profess in the mouth company to the global corporation with the annual turn everywhere of over $ foremost 1 00 billions. Samsung has generated the calling into three majors electronics, engineering and chemicals.This paper is going to establish the selling strategy which Samsung has apply and give out lessons and recommendations in coiffe to prep be for the future Roth. QUESTION ANSWERING 1. interrogative mood 1 Samsung was from the modest company, overboldly has developed magically to the multi-national conglomerate. Efficient market strategies were one of the central elements of Samsung success today that lead its stain value rapidly change magnitude the most in recent years. As reported by Viet puddlese (201 2), the shop value of Samsung in 2000 was approximately $ initiative 5. Billions. Samsung subsequently ex drop a linesed $1ST 508 millions in effectuate to boost up its place value over than $1ST 6. 3 billions in 2001. According to the data collection of Gregory, L. 2005), the brand value Of Samsung Was $1ST 14. 9, graded as 20th mend the starting duration three positions were Coca Cola and fol piteo employ by Microsoft, IBM with the brand values were $1ST 67. 5 billions 59. 9 billions and 53. 3 billions. At that period, some competitors of Samsung in the market such as Monika had $USED 26. 4 billions of brand value, ranked at 6th position Sony had $1ST 10. Billions of brand value, was as 28th in ranking Motorola was ranked as 37th with $USED 3. 8 billions of brand value and Panasonic was at 78th with $1ST 3. 7 billions in the ranking. As we stinkpot see in the figure 1, the rand value of Samsung grew continuously and dramatically from 2001 to 2005 dapple some the otherwise competitors had a slight fall or maintained at the same take. Table 1 Brand ranking by value in 2005 Figure 1 Brand Value from 2001 -2005 There is no doubt to confess that Samsung has gained a certain success in buildi ng brand value through those periods of time.In sanctify to stand stably in this fierce market, Samsung has applied its strategies efficiently and distinctly. An efficient merchandising strategy may rophy to the highest degree success to its art but a near(a) shade of harvests is what keeps the trust of customers. The more tincture of the products are, the more the true of the customers pass on be. Therefore, Samsung has issued a very strict quality control policy. This is one of the factors that bring success to Samsung today. For example, any mistake occurs in its prod action handle will be stopped immediately to fix in lay out to guarantee a good quality and high accurate standard.Based on the global strength, Samsung is flexible in fiting efficient international resources. In 1 sass, Samsung adopted cheap scientific experts from Soviet and hired them to sue in the Seoul labs in the early year of 2000. One of the successful innovations, which is introduced at Samsu ng by those Soviet scientists, is TRIM project. TRIM project is the methodology which identifies the contrary of the existing technologies and the needs of the customers in suppose to innovate hike ideas. Samsung has successfully controlled the products quality.This is the first and the heart in business philosophy of Samsung. all business needs to understand the customers perspective and places them at the first business organizationing. When customers induct a decision to try a new product, they would expect a good quails purchasing. And this is a chance for a business to keep customers loyalty and step-up the prospect of brand by customers recommendation to their network. So if this was not a case, those customers would not come back and looking for other options. Thus, the quality control policy plays an all- burning(prenominal)(prenominal) role in enhancing the customers satisfaction and loyalty.Besides, it would help to contribute the long term prospect and revenue of company and subjugate the risk of replacement court of defected products. A company, which has a tough repute in product quality, will be outstanding in the current fierce market today. One of other successful factors Of Samsung strategy is onward motion. delinquent to different large-hearteds Of product and different classs of customer, Samsung has applied variety ways of promotion and specific channel in order to approach the market. The marketing tittup ups strategy has been generated efficiently by Samsung.The company apply bullocky tactics to pull customers to itself by providing printed brochures, posters, specialization sheets and public information on Samsung website, Samsung aimed to nominate the awareness of customers. Besides, the activities to be the sponsorship in particular notable events such s Royal Windsor Horse Show and Samsung Open Tennis Tournament. On the other hand, Samsung gave several interest expands and discounts to their trade partners and dea lers in order to push the barter of Samsung products.All of promotional activities are aimed to support a new product launching. founding successfully a new product has never been an easy issue, especially it is aimed to dominate other competitors in current market. In asses, Samsung has done an un characterd research in DVD market and understand the problem occurring at that time in order to identify the opportunity. From that, the company could find the suited way for its tragedy and satisfy the market demands to gain the competitive advantage.For instance, Samsung provided a DVD product with much great data capacity and advanced features, but with the very reasonable price or victorious another(prenominal) product of Samsung is TFTP flat screen monitor, this monitor in addition provides a greater convenience than CRT screen. The TFTP screen is made by the liquid crystallizing display (LCD) with sharp displayed image butt joint save a quadruplet of the room, natural dep ressioner power consumption and less harmful radiation. This is called the unique exchange price that makes Samsung to be the draw in the electronics market.One of the elements of ups strategy is distribution (Place), Samsung has used various channels in the market from the dealers, retailers and distributors and gave free sampling in order to attract more the customers concern. Due to different kind of product, Samsung has applied a different kind of strategy to approach the market. The market class for the T FT monitors were aimed for business such as officers, financial centers in the city or fashion outlets, and so forth In order to pull ahead the TFTP monitors purchasing from business, the marketing strategy needs to replace n order to adapt a change in a specific situation.The advertisements on this sector accented on electric potential customers who are business users. Newspapers and magazines were also used for advertising, especially the type of one-to- one adverti sing, mailing directly to the business users are efficaciously. Samsung was the newcomer in the mobile business sector in asses. Today, Samsung was ranked as the worlds largest corporation in tech oenology labor in term of revenues. The way to do the marketing promotion for this kind of product unbosom differs from the other products.The marketing research ND segmentation were exclusive utilise in order to understand the consumers demands and segment the potential customers. Samsung still used newspapers, magazines, TV advertisements, media means and to be a sponsorship for famous events in order to raise the perspective of customers in brand recognition. The office is more concentrateed on retailers and the retail staff are rise up trained to be professional. In conclusion, the marketing strategy of Samsung is a important lesson to every marketer.Samsung has sought a international quality of product and implemented several marketing strategies in trying to dominate the mark et. . Question 2 SOOT psycho abridgment of Samsung Table 2 SOOT of SAMSUNG Samsung SOOT analysis Strengths Weaknesses Reputation 2. Innovation and externalise 3. Advanced engineering science 4. Lower cost 5. Large market share 6. Ability in brand marketing . Patent issue 2. Lack of its testify SO and software 3. encompassing range of products Opportunities The reads . Demand on smart- surround 2. Demand on anovulant 1. Saturated in mobile market 2. Price wars 3.Technology changes 4. Chinese products 1 . Reputation Samsung has high written report and is familiar all over the world. It helps to increase the customers trust in making purchasing decision. Samsung has recently received some possible responses from public then make its reputation continuously grows. 2. By grounds deeply customers mind, Samsung has received many innovation and design awards. Samsung offers the product which has more benefits than the competitors do, and severally type of customers has different suitable product. 3.Samsung has ability to use the latest technology for its products. 4. Low cost Samsung generated its production in the upset cost countries. Hence, it helps to save production cost in order to offer a product to customer with a lower price. . Large market share Samsung has a wide range Of products. Hence, Samsung holds a large percent of market share in almost products they sell. Large market share helps Samsung in reducing costs and more demand in buzz off conditions. In addition, it also allows Samsung to earn high return and diversify risks and failures. 6.Samsung was ranked as the top company which has ability to push the brand name efficiently and was ranked at the 9th most valuable brand with $33 billion dollars. This success is caused by the sponsorship in sport champions, kind activities, etc. Weaknesses 1. Patents issue Samsung had problem in patent infringement with apple. Apple sued Samsung that the Samsung wandflower 4 and Samsung tablet copied retrieve and pad. This thing seriously damages to Samsung reputation and cost $1 billion dollars in fine. (BBC, 201 2) 2. Lack of its own SO and software Samsung pay an intention on innovation.However, Samsung has never introduced its own new product with its own SO. Samsung focus on mass market instead than niche market when setting the price of the products at a level of average low. A general psychology of customers is to assume a low price of product is low quality. . Samsung has 3 major markets Electronics, Engineering and Chemicals and each industry has a huge product which needs to concern. Thus, Samsung loose an prudence and advantage in competing with the competitors. Opportunities 1 . The demand on smart- phone market is continuously increase comparing to electronics market.Thus, Samsung should create its own software for correlate hardware devices. And then, Samsung could launch a new product with outstanding features, has its own SO, user friendly sooner than the com petitors could do. 2. The demand on tablet is evaluate to grow in the next few years. Thus, Samsung could expand this market by launching a new innovative design and better technology quality in order to dominate the market. Threats 1 . Mobile phone market seems to be saturated in almost countries, especially in developed countries. Thus, the purchasing power cleverness not as high as it used to be in previous years. . There is a threat from the companies from China who has ability to produce a product at lower price with a similarity of design and features. TOWS matrix analysis Table 31 TOWS matrix of SAMSUNG TOWS matrix analysis outdoor(a) Opportunities (O) External Threats (T) 1. Invest in tablets . Expand mobile phone market 3. Sponsorship 4. globalization 2. Patents issue 3. Price wars 4. Technology changes 5. Chinese products Internal Strengths (S) so 1 . burgeon forthing a newer not entirely in technology but also in design for tablets and smart phone in order to domina te the global market 2.Establish more multiple national companies 3. combat-ready to be a sponsorship for sport events in order to raise the brand value SST 1 . Investment in digital market, develop nerve Digital Technology, home networking 2. Pursue new product development wearable, pen computing 3. Developing super -outstanding smart -phone The largest memory chip in the world Global corporation 3. Strong reputation 4. Wide market circle 5. Strong cash flow Strong innovation and design 6. 7. High brand value 8. Active participant in social activities Internal weaknesses (W) woo .Focus on niche market 2. R&D in technology 1. Research to explore new market 2. Develop the quality of technology to be superior SO and software 4. Question 3 In the current years, Samsung is one of the biggest manufacturers in term of humanoid smart- phone. They are also successfully in the industry of engineering to sell monitors, TV LCD, etc. Samsung has an incredible growth ate over the time to have this leader position today in the fierce market. (Kristin, L. , 2014). It might be said, 201 3 is the bright year for Samsung to have ability to own the market.However, 2014 might be the challenging year when the Conns analysis pointed out that Samsung strategy starts revealing its weaknesses. (L an. H, 2014). Smart- phone Galaxy SO was considered as the failure of Samsung in all aspects. The Galaxy SO was blown up its capacity features to chastise all customers in over the world. However, this smart- phone was only improved modestly in a comparison with the old version Galaxy SO. yet though the turnover for the Galaxy SO was relative high but not as high as the companys expectation.Even though Samsung is still the leader in the market of smart- phone but there is no increasing in the market share in 2013. It means that Samsung has stopped magically increasing as it used to. And the first time since 2011 , the profit of Samsung had a slight decrease in the Q of 2013. In the fierc e competing race of smart- phone, while the competitors have ability to produce to a smart phone with greater incredible features by its own in operation(p) system and software, Samsung still eve not given any sudden attack technology and outstanding product.Hence, this is the first failure in the marketing strategy of Samsung in smart- phone sector. Due to CNN analysis, Samsung is not only needed to have a strong marketing promotion but also pay much concern on the quality and outstanding features of the new product. It means that, in 2014, Samsung should set modest goals in order to compass in certainly, avoiding the disappointment from the customers and receive a truly changing technology mobile instead of only focus on marketing and bigger screen. Samsung and Apple are the two leaders in the racing of mobile phone industry.In practically, Samsung is the largest player in term of revenue but Apple is more profitable. Samsung scrapeed to the mass market when setting the price of smart phone at relative low to premium while Apples products are set at premium segment. The average price of Apples products is preferably higher then competitors in smart phone industry and this leads very high margins for Apple. In 201 1, Apple Inc. Sued Samsung when claiming that Galaxy smart- phone and tablet copied from phone and pad. In final, Samsung had to pay $1 billion dollars for its compensation.Yakima, I. K. And Ian, S, 2011). This thing seriously damages to Samsung reputation and cause in decreasing profit in 2011. Hence, Samsung still has challenges to compete with Apple. Apple has strong and distinct band which was built for a decade, and now, has its own consumers loyalty and advantages competitive in the exclusive mobile industry. In order to have ability to beat Apples products and becomes a dominant in mobile industry, Samsung needs to focus on improving software and operating system. (Luke, W. 2012).A particular focus on technology and strengthen software capabilities must be implemented order to not only satisfy and maintain the current consumers but also to serve new customers experiment. It is suggested that Samsung could plan to develop its own Bad operating system in order to serve group customers of low- end market. Besides, Doing investment funds in order to offer a premium product which target at high- end market, higher positioning as higher quality products providers. It helps Samsung to focus on niche market rather than set a product at medium price to serve consumers in a mass market.Besides, Samsung also pays more attention on promotion and selling campaigns for digital products such as Core Digital Technology, Pen Computing, DRAM, etc. 4. Question 4 Internal marketing is orienting a make customer contact employees and supporting service people to work as a team to provide customer satisfaction. (Phillip, K and Gary, A.. 2012). According to Burrito and Galley, the important of ingrained marketing is to make employees are conscious to serve customers come up and reinforce their behaviors to perform efficiently.Hence, the concept of internal marketing covers the aspects of HARM, operation and marketing such as in particular motivation, leadership, structure, delivery system and marketing management The internal arresting is used to enhance the customer focus and market orientation. Even though the term relates to marketing but it uses quite a lot of HER principles because both of the marketing and HER are dealing with people. Since understanding the term of internal marketing, employees are should be concerned equally to customers because employees are who directly bear the value to an organization.It is clearly and obviously to see the connecter between the employees motivation and their performances toward an organization. The higher satisfaction employees are, the better they perform in external services and the faster a company can achieve a goal. Therefore, if a company) only focuses on cus tomers care but lack of employees motivation, it could meet some struggles. In Samsung Corporation, incentives and welfare program are used to motivate their employees in order to better performances and satisfactions.Samsung has offered a very interesting welfare program to concern only for employees but also for their families about house, education, health and retirement. Besides, employee who has ability to perform outstanding or carry out a significant project is worth to receive an additional incentive. Hence, Samsung employees can live and org in the pleasant environmental. (Samsung, 1995) Base on the internal possible action of internal marketing, there are some suggestions for Samsung to increase its quality of internal marketing. First of all, it is necessary to create a staff communication in order to listen to their employees opinions and ides.Besides, it is also useful to have time for apprise every week to discuss about what has been done during a week, is there any problem that needed to be solved timely or share successful stories together. This thing is very efficiently not only in creating a friendly relationship between staff and managers gather but also timely grasp the current operating stipulation of a company. Secondly, Samsung could give to their employee training to empower their relevant knowledge. Besides, employee motivation is forever an important part.There are some theories about employee motivation such as Moscow and Herbert, given some factors to fulfill the satisfaction of employees. Incentives and rewards could be a positive method to motivate employees. Culture is one of the factors that affects to employees behaviors. Employees might spirit uncomfortable or comfortable due to its company environment. Business to business relationship is important to maintain success of a corporation. Business relationship management (BRB) is different from customer relationship management (CRM), but still simultaneously executes toget her.BRB is used to enhance the positive relationship with customers. CONCLUSION executive director Summary This paper has been done in examining the successful marketing strategy of Samsung over the past years. And then using Scots to analyze the weaknesses, threats as well as the strengths, opportunities of the company and using TOWS matrix to suggest solutions of taking its strengths and opportunities to cover its weaknesses and threats. Finally, there is a discussion about the internal marketing of Samsung. Samsung was from the modest family company to the top global corporation in this fierce market today is worth lessons for all marketers.By distinct and flexible strategy, Samsung increase its brand value to be ranked at 8th in integrands Best Global Brands in 2013. An exclusive marketing research is occupied to understand the market deeply whenever issue a strategy was effectively performed by Samsung. Personal experiment The case study of Samsung is worth to cop for every business. By observation through this case study, in personality, I could understand these following points. Firstly, every business should set clear goals in both short term and long term in order to step by step achieve them.Segmentation is needed to identify potential customers, and search for the unmet demands IR the market. It is also useful to understand the customers behaviors in order to satisfy them as good as possible. Secondly, promotion is one of the important factors in marketing strategy. There are several ways of promotions and suppose on each specific situation that we could apply a corticifugal promotion in order to approach the market. For instance, depend on segment group of customers whether low-end market or high- end market, we could apply a suitable promotion.